Real Estate Market Consolidation Sparks New Model: H&B Group Launches 'Anjia Real Estate' to Capture Rental-to-Sales Opportunities

According to CNA, H&B Group announced that despite a cooling real estate market, demand for leasing and asset management is rising. Consequently, the group has launched 'Anjia Real Estate,' a new franchise brand focusing on a 'buy-rent-manage-sell' integrated service model. Li Jie-feng, Deputy General Manager of H&B, stated that Anjia Real Estate is not entering the subleasing business but is instead attracting rental service providers to join the brokerage industry. Currently, 48 stores have joined, with two-thirds having a background in rental services, and the goal is to exceed 100 stores this year. Li explained that due to central bank credit controls, mortgage tightening, and price gaps between buyers and sellers, the market remains in a consolidation phase. However, as the rental market grows, the business model is shifting. Many rental operators are seeing increased demand from landlords to sell or tenants to buy, creating 'rental-to-sales' opportunities. By combining rental management with brokerage services, the group aims to create a more stable revenue source that is less sensitive to market fluctuations. Other industry players like CTBC Real Estate are still evaluating their rental service strategies, while Sinyi Realty noted that leasing has always been part of their service portfolio.